Pajama brand Dolce D’Amore criticized for insensitive earthquake marketing in Colombia

Colombian pajama brand Dolce D’Amore ignited a social media firestorm after using a video about earthquake evacuations to promote its products. The brand shared a clip, originally from 2022, that posed a hypothetical scenario: "What if there's an earthquake and you have to leave in your pajamas?" The post then asked users to compare wearing old, worn-out sleepwear versus a new garment from their collection.

This marketing strategy was widely condemned as insensitive and opportunistic, particularly in the wake of a magnitude 7.4 earthquake that struck Colombia on August 10, 2026, causing significant tragedy and loss of life. Social media users accused the brand of exploiting people's fear and the devastating event for commercial gain, with one user tweeting, "What kind of disconnect do you have to have to live through an earthquake and think 'perfect, let's make an ad.' Using people's fear to sell pajamas isn't creativity, it's being completely out of touch."

The controversy escalated as the brand's social media team decided to re-share the video shortly after the earthquake. This timing, coupled with the sensitive nature of the content, led to a flood of negative reactions. Many felt the brand demonstrated a severe lack of respect and awareness during a time of national crisis.

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What kind of disconnect do you have to have to live through an earthquake and think 'perfect, let's make an ad.' Using people's fear to sell pajamas isn't creativity, it's being completely out of touch.

In response to the widespread criticism, Juliana Mesa, CEO of Dolce D’Amore, issued an apology. While acknowledging that a team member posted the stories without fully grasping the magnitude of the earthquake, Mesa took responsibility as the company's leader. She stated, "Even though it wasn't my responsibility, because a person from my team posted the stories without knowing the magnitude of the event, I want to apologize and provide context! I am here asking for forgiveness."

Despite the apology, the incident highlights the critical importance of sensitivity and context in marketing, especially during times of crisis. The brand's attempt to leverage a real-world disaster for promotional purposes backfired significantly, underscoring the need for greater awareness and ethical considerations in advertising strategies.

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Even though it wasn't my responsibility, because a person from my team posted the stories without knowing the magnitude of the event, I want to apologize and provide context! I am here asking for forgiveness.